With Clekt's help, Tottenham Hotspur can now use its data to deliver a smarter, more personalised fan experience, driving greater engagement and increase omnichannel supporter revenue.
A football fan and their chosen club have to be the ultimate customer relationship. Every single day, the average fan interacts with their club. They might be consulting the club news, reading the gossip, chatting with their WhatsApp football group, buying kits for the kids, or reliving YouTube goals. And looking beyond the beginning to 2021, hopefully soon fans will be returning to the stadium for live matches.
Long before Covid, this Premiership club was in the process of formulating a plan for a smarter, digitally driven fan experience, offering more to their supporters in the value chain. With fewer live events in 2020-21, this pressure to find alternative ways of keeping supporters engaged increased, and with it, the need for data-driven solutions for the next generation of smarter audience engagement.
Their challenge, however, began with harnessing the value in their data.
Being data-driven means having access to up to date, real-time data, and this was where this club had a problem: like many organisations, they were recording their supporter touchpoints in many separate legacy platforms, installed over time by different teams. The same fan had multiple records, siloed in other databases, with no single overview. Their systems were secure, robust and delivering great service to the club and their supporters, but the complexity of these separate systems was such that point-to-point integration was out of the question.
In short, their data was not joined up and as a result, there was no way to deliver a meaningful and genuinely personalised fan experience.
The Solution
Historically, all fan interactions were captured in separate, well-established operational systems. In order to form the complete 360 view of their fans, we worked with the club to begin the process of bringing all of this data together into one format, on one platform.
Rather than attempting point to point integration between these different databases, Clekt brought all of the club’s data sources onto one platform. Using techniques to rationalise the format of the data, Clekt has created one real-time, accurate single view of every fan.
The club are now in a position to harness the huge benefits presented by this single customer view.
The Results
To unlock your companys most important asset and find out more about Clekt, please get in touch.
To unlock your companys most important asset
and find out more about Clekt, please get in touch.